Interesting. I didn't read 3.x hate from any of the podcast, marketing, or online articles. I simply read that they realized after years of 3.x rules being out there and heavily played by the masses, that they accepted and understood that 3.x has it's failings. Many of them play 3.x now, and have been playing it for years so I doubt that they hate it.
In my opinion, they were tasked to update the game to get some fresh faces, some regular ongoing revenue. As a result they decided that they should really TRY to revise the game to fix the flaws, cater to new players, and sell books. At the same time, they all really DO want to make it fun and enjoyable by the most amount of people. These designers are good, and they love D&D.
It's good business, combined with an honest effort by the designers and developers to make a fun updated version of D&D. That's all I ever got out of it.